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TitleA STUDY ON THE RELATIONSHIP BETWEEN CONSUMER PERCEPTION AND WILLINGNESS TO PAY FOR ORGANIC PRODUCTS
Author(s)Dr.M.V.Sathiyabama
Filemathi.pdf
Abstract

The growing awareness of health and environmental sustainability has significantly
increased the demand for organic products. This study examines the relationship between
consumer perception and their willingness to pay (WTP) for organic products. It explores how
factors such as health consciousness, environmental concern, quality perception, and trust in
labeling influence consumers' readiness to pay a premium price. The findings suggest that positive
consumer perception plays a crucial role in enhancing willingness to pay, making it a key driver of
the organic market's growth.
Keywords: Consumer Perception, Willingness to Pay (WTP), Organic Products, Consumer
Behavior, Health Consciousness